Beyond the Novelas: Univision Unveils a Bold, Digital-First Hispanic Strategy

That is exactly what Univision is working to help brands achieve with its digitalfirst focus The US Hispanic media behemoth unveiled a new bold strategy to key clients and media buyers in September during its quotYoung Digital ampamp Socialquot Roadshow The event highlighted how to tap into the 23 trillion purchasing power of the 60millionstrong Hispanic segment which is projected to grow at 54 percent over the next 10 yearsFour major themes emerged from this insightsdriven Hispanic showcase led by Steve Mandala Univision39s president of advertising sales and marketingIntimacy With Hispanic AudiencesThe most critical decisionmaker in the Hispanic household is the millennial mom According to Nini Bueno vice president strategy and insights at Univision she goes beyond her parenting role to be quotan influencer and keeper of the culturequotamp160And she oversees bigger households with 33 people on average compared to 24 in nonHispanic homes There are multiple opportunities for advertisers to connect with her through Univision39s familyfriendly programming social media influencers and digitalfirst content with special emphasis on her top passions beauty fashion food and parentingIntimacy means getting culture and language right amp8212 and Nielsen data points out that CPG advertising is three times more effective in Spanish at driving purchase intent among Hispanics compared to English language advertising With retail brands that number is four times more effective Overall nine out of 10 Hispanics appreciate brands that communicate with them in SpanishInfluencers Virality and the Live FactorTwo major drivers are igniting the digital landscape among Hispanics the relevance of live streaming on social media and consumers39 voracious appetite for influencer contentThrough a strategic partnership with Twitter announced during the 2019 NewFronts Univision is tapping into key cultural moments through social media live streaming amp8212 capitalizing on theamp160fact that 71 percent of the US Hispanic digital population can be reached by the social media platform According to Sarah Rosen head of US entertainment partnerships at Twitter quotUnivision has incredibly robust soccer entertainment and news content We always start with the right content and right audience and then we find that the advertising dollars followquotThe partnership has resulted in greater audience engagement interaction and virality across Univision39s content including 2020 election analysis and reporting with VISION 2020 select highlights from two of the world39s top soccer properties Liga MX and UEFA Champions League Latin music award show coverage and mustsee reality momentsAccording to Scott Moscattelli Univision39s senior director of account management Hispanics are hungry for influencerdriven content Nearly twothirds 64 percent of US Hispanics ages 18amp821149 regard influencers as a trusted source and would consider buying what they are promoting versus 59 percent of nonHispanics This insight led to the launch of the Univision Creator Network UCN four years ago amp8212 a network of 150 YouTube influencers with deep experience in beauty and other passion areasSo far Univision and its influencers have collaborated with brands such as Walgreens Neutrogena and L39Oramp233al on marketing campaigns with more than 199 million monthly views across the entire network The influencers within its network include Kathleen Lights Josh Leyva the Martinez Twins and RoccibellaquotIt39s critical that brands leverage this fertile creator and programming space to own a content franchise vertically across all platforms amp8212 linear digital and socialquot Matt Kaplan Univision39s senior vice president digital ad sales emphasized quotIt gives brands a powerful voicequot360 Degree Data Across the Consumer JourneyUnivision39s robust Brand Labs platform provides advertisers with a 360degree view of the Hispanic consumer39s decision journey according to Rick Resnick Univision39s senior vice president sales marketing strategy and solutions The platform uses audience viewership buyer behavior and personal data to help advertisers tap into the economy39s fastestgrowing segmentThe team at Brand Labs evaluates and size up the opportunity to reach Hispanic consumers provide competitive benchmarking and offer tailored solutions relying on data from more than 20 syndicated partners including Nielsen Mintel and the US Census Additionally the team has deployed more than 100 custom studies to help advertisers navigate optionsData also fuels the content creation and distribution processes Univision partners with adtech companies such as Shareablee SocialBakers Tubular and TrackMaven to ensure accurate social amplification across TV and digital content as well as audio radio event and experiential programsVersatility and Vibrancy of PlatformsAs most brands would attest designing the perfect media mix of platforms across television digital social media and influencers is critical Univision39s Michelle Savoy vice president digital ad sales and Yvette Baez vice president business development both emphasized the importance of not only getting the mix right but also constantly evaluating new platforms new content and new competitorsToday Univision39s platforms are driving secondscreen engagement using the network39s live sports entertainment and news programming The key to success however will be anticipating audience behavior changes and having the versatility to calibrate the mix For example Univision launched three new digital platforms to connect even more deeply with Hispanic moms These include highly visual and passioncentric offerings Delicioso Alma Glow and Mamamp225sArmed with a plethora of TV digital influencer and social media platforms the network has created optimal media blueprints for clients such as Walmart Sprint and DiGiorno the latter included a successful UEFA Champion league partnership with Twitter to reach millions of unduplicated Hispanic consumers each monthRelevance MattersGiven the economic significance of the Hispanic customer segment advertisers can no longer address this vital group through general market strategies With growth in Hispanic ad spending reaching 94 billion in 2018 and television and digital accounting for 86 percent of that pie Univision is wellpositioned to continue as the leader in reaching Hispanic audiencesGiven its highcaliber programming and cuttingedge digital solutions amp8212 from livestreaming stickiness with Twitter to influencer virality with creators such as Rosy McMichael partnered with Walgreens to Alan Astrada created a platform for Mazda amp8212 advertisers have myriad opportunities to reach the right mix of Hispanic consumers in the optimal mix of channelsThe challenge for the road ahead will be anticipating the changing habits perceptions and demands of the quotYoung Digital ampamp Socialquot generation This will include going beyond the consumerism of food fashion and beauty to address the purposedriven activism among millennials and Gen Z across the board In fact Hispanics 30 percent more likely to say that companies should take a stand on important issues as compared to nonHispanics This provides a valuable platform for missiondriven brands as they partner with Univision to reach the highly digital purposedriven and politically aware Hispanic millennials who are passionately embracing their multilingual and dualcultured worldClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Beyond the Novelas: Univision Unveils a Bold, Digital-First Hispanic Strategy

Author

Publish date

Channel

Raquelle Zuzarte

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Beyond the Novelas: Univision Unveils a Bold, Digital-First Hispanic Strategy

Enjoying This Commentary? There's More to Love

Raquelle Zuzarte

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies